Apply for the open beta of trivago Direct Connect and add your direct rates. As a hotelier, you should be able to publish your website rates as prominently as the OTAs can. In order to do this, you need visibility on the right marketing channels.

As the world’s largest hotel metasearch, we strive to provide travellers with all bookable rates available online. This allows them to find their ideal hotel for the best price – which is exactly what we’re aiming for. Including your hotel’s direct rates is important to our users, as this is often the most trusted and preferred option, especially when your rates are competitive. We are now taking steps to make this possible for independent hoteliers through trivago Direct Connect.

trivago is using a cost-per-click (CPC) model for OTAs who want to advertise their rates with us. Hotel chains have been able to set up a trivago Direct Connect CPC marketing campaign through their connectivity providers since 2009. Over 120 hotel chains currently run a Direct Connect campaign on trivago, including Marriott, Accor, IHG, Hilton, Starwood, NH and B&B Hotels.

‘Collaborating with trivago allows us to generate additional bookings through our own website, against distribution costs that on average turn out to be less than the commissions set by OTAs’, says Franco Sterl, e-Commerce Manager at B&B Hotels.

We are now able to include independent hoteliers on trivago Direct Connect, with our open beta solution, via trivago Hotel Manager.

CPC marketing campaigns made easy

We understand that managing a cost-per-click (CPC) marketing campaign is still a very young discipline for independent hoteliers. Managing your CPC marketing campaign is actually hard work, which is why we have focused on building an intuitive product that is easy to grasp, so you can manage your direct campaigns easily.

When you participate in the open beta of trivago Direct Connect, you’ll have access to a simple campaign management tool within trivago Hotel Manager. It allows you to set up your own CPC marketing campaigns that will be managed for you, so you can focus your energy on taking care of your guests.

You’ll be provided with three key features: analytics so that you can keep an eye on the performance, a budget-capping functionality which secures full financial control, and an auto-optimised CPC management tool to save you time. A customisable booking engine developed by trivago is also available at no additional cost. This booking engine is optimised for booking conversion, which is critical for running a successful campaign on trivago.

Development of trivago Direct Connect

Until now, trivago Direct Connect has only been available for independent hoteliers through agencies, such as MyHotelshop, which enable connectivity with trivago and manages the CPC campaign for the hotel. This will continue to be the case, but we can now offer hoteliers the additional option of setting up their CPC marketing campaign directly through trivago Hotel Manager.

We have worked on facilitating trivago Direct Connect through trivago Hotel Manager in a closed beta for about a year, together with selected hotels in Germany.

We used this time to test a variety of features and options, and used feedback from our users to refine the product. Now we are extending the program to an open beta, in order to further understand how to make the product work best for hoteliers.

We are very happy that Direct Connect has already made a positive impact for the first hoteliers who joined.

‘We have been able to significantly strengthen our direct channel and are currently running our Direct Connect campaign at a distribution cost of less than 15%’, reports Martin Stürzer, General Manager of Hotel Europäischer Hof in Munich

You’re invited

Independent hoteliers, connectivity providers and marketing agencies are all invited to for the open beta of trivago Direct Connect. The application period is open for a limited time only, and priority will be given to those who apply first.

Please note that participation is subject to eligibility, depending on the connectivity providers you work with and the country you are located in *. Needless to say, this is why we’re also inviting more connectivity providers and marketing agencies to apply. After your application is received, our team will get in touch with you.

*Hotels located in Germany, Austria, Switzerland, Italy, Spain, France, Portugal, Greece, UK & Ireland and the US are eligible to apply for the open beta. However connectivity providers and marketing agencies from all over the world are welcome to apply.


Fee Naaijkens

Fee strongly believes that hoteliers can determine their own success online, no matter how big or small their business is. With several years of international experience as a content specialist and PR professional, Fee has trained and helped many entrepreneurs in the past, profiling their businesses on various online marketing channels successfully. As the Industry Manager for the Netherlands and Belgium, Fee is now dedicated to provide marketing insights to independent hoteliers located in these markets.

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